Wright Pools
Concrete pool builder since 1968 · Northern Beaches, Sydney · wrightpools.com.au
$500k+ of jobs quoted in the first 30 days · 2/3 AI engines citing
The Challenge
58 years of pools, a funnel that leaked at every stage
Wright Pools has been building concrete pools in Sydney since 1968, from family backyards to aquatic centres. The business was repositioning toward high-end residential work across the Northern Beaches, North Shore and Eastern Suburbs, and neither the website nor the ad account was ready to carry it.
- Roughly a fifth of Meta ad spend was going to Audience Network and Marketplace placements that produced zero leads
- 44% of paid clicks never became landing page views, the page was too heavy to load before people gave up
- Only 19 of 75 site pages were indexed by Google, so most of the site was invisible in search
- The converting retargeting audience was seeded on junk video views forced through by rewarded-video placements
What We Did
Rebuilt the website, then rebuilt the funnel behind it
- Designed and shipped a full luxury website: 78 pages including 19 project case studies and 44 Northern Beaches suburb pages
- Built a mobile-first Meta ads landing page and cut its above-the-fold payload from 461KB to 149KB
- Wired the Meta Pixel, Conversions API and domain verification so every lead is measured accurately
- Added conversion tracking to every enquiry form, plus click-to-call tracking sitewide so phone enquiries count too
- Produced a library of region-specific ad creatives for the Northern Beaches, North Shore and Eastern Suburbs, sized for every Facebook and Instagram placement
- Cut the wasted placements and rebalanced budget toward the ad sets that actually convert
- Rebuilt structured data into one verified business entity across 75 pages and linked it to the Google Business Profile so AI engines can read the reviews
- Strengthened internal linking with a sitewide service-areas directory so Google can find every suburb and project page
Results
A lead engine for a premium product
1 in 5
Ad dollars rescued from placements that never produced a lead
Every dollar now works the placements that actually book jobs, and quote requests land every week
Quoted Jobs
$500k+
Over half a million dollars of pool work quoted in less than 30 days of the new funnel going live
Organic Sessions Per Month
0
110
The rebuilt site went from a standing start to 110 monthly organic visits, and already sits near the top of page one for “Northern Beaches pool builders”
Landing Page Weight
461KB
149KB
Above-the-fold payload on the Meta ads landing page, rebuilt mobile-first
Structured Data
5/10
7/10
Live schema scan after the entity-graph rebuild across 75 pages
AI Engines Citing Wright Pools
2 of 3
Wright Pools now appears on half of all tracked prompt results across ChatGPT, Google AI Mode and Copilot
New Pages Ranking
8
New pages ranking in Google within weeks of the indexing and internal-linking push
The Work
Marketing that finally matches the pools
Every ad, landing page and case study is built on real Wright Pools projects. When the product looks like this, the job of the marketing is to stop wasting the click.
Ongoing Meta Ads retainer in progress
Your Turn
Want your ad spend working this hard?
We build the website, the tracking and the ads as one system, then tune it every month. Tell us about your business and we’ll show you where the leaks are.
Talk to us